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Grey London Relaunches Lucozade Sport with New 'Made to Move' Campaign

Orchestra of Movement TV spot kick-starts a new type of sports campaign

Creative
agency Grey London tonight launches its major new brand repositioning for the
UK’s leading sports drink brand1, Lucozade Sport. Made to Move will position the British
brand as a champion of movement, encouraging the nation to get up and move
more.

The brand
has set their sights on getting one million people moving more by 2020. The
campaign kicks off tonight with the Orchestra
of Movement TV spot, which shows an epic staging of all type of exercise
and movement set against the backdrop of one of London’s biggest estates. It
breaks tonight during a special episode of the panel show ‘The Last Leg’,
broadcasting live from the Paralympics on Channel 4, at 20.10.

Dominic Goldman, Executive Creative Director at Grey
London, says:“I believe we should try to
entertain or be in some way useful to consumers. This spot
for Lucozade Sport is intended to do the former while launching
the new brand positioning 'Made to Move'. It also encourages people to get off
the sofa and exercise, through a giant workout class staged on one of the
largest Estates in London. An inclusive, populist and very British take on a
sports ad."

Further
activity will include the world’s first bus stop fitness sessions. Created by Grey, Mediacom and DOOH, the bus
stop will encourage the unsuspecting public to use their time standing at a bus
stop for movement. A two-way live digital
screen will feature a trainer who will lead them in everything from Zumba to
boxercise.

Steven Hind, Head of
Marketing at Lucozade Sport adds: “We are absolutely thrilled to launch the new Made to Move campaign. We
strongly believe that leading a more active lifestyle is key to a healthier,
happier and more fulfilling life. That’s why we are setting ourselves the goal
of helping 1 million people to move more by 2020. The work that we’ve created
with Grey to launch this idea is a positive, inclusive and modern
interpretation of the world of fitness today and we are really excited about
the potential for this campaign to inspire a nation to move more and progress.”

Don't tell my mother I'm in advertising, she thinks I play piano in a whorehouse.

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